With Roc-A-Fella Records serving as the initial launch pad, The ROC realized its prowess in expanding a culture beyond the realm of music, initiating the birth of the apparel company, Rocawear in 1999.

Like Roc-A-Fella Records, Rocawear quickly staked its claim in hip-hop history becoming the destination for fashionable and street savvy consumers. Rocawear continues to focus of providing clever innovations in design, fabrication and application to its customer. It has been the brand’s attention to detail that has pushed Rocawear’s appeal beyond its core urban customer.